Golf Pride: Proving Tour Dominance
CLIENT GOALS
Eaton’s Golf Grip Division is the world’s largest manufacturer of golf grips, with manufacturing, sales and distribution facilities on six continents. The division’s Golf Pride brand is recognized globally as the number one choice in grips among tour and recreational players, competitive amateur golfers, club manufacturers and club repairmen. JDPR leveraged Golf Pride’s disproportionate Tour usage to increase consumer awareness of Golf Pride as the #1 grip in golf, while avoiding the name/likeness challenges inherent in the fact that Golf Pride does not utilize paid endorsers.
Objectives
- To bolster awareness of Golf Pride’s PGA Tour dominance.
- To emphasize among consumers that Golf Pride is the #1 grip in golf.
- To leverage the Tour usage of Golf Pride grips without the ability to use individuals’ names and likenesses through contractual agreements.
TACTICS
- Overlaid weekly grip usage data against the steadily dwindling field of competitors during the 2014 FedEx Cup to determine and emphasize total cash earnings of players using Golf Pride grips.
- Utilized strategically timed news releases – centered around Tour majors to publicize Golf Pride dominance among elite players.
- Leveraged long-standing industry contacts to help tell Golf Pride’s PGA Tour leadership story.
THE IMPACT
- Generated greater than 5.6 million media impressions for Golf Pride’s Tour dominance positioning.
- Delivered greater than a 10-1 return-on-investment as measured by advertising equivalency.
- Augmented awareness and drove national buzz about Golf Pride products and dominant Tour usage among both target consumer and trade audiences.
